As of August 17, shoppers across the United States can discover CAKES body’s immensely popular “grippy” SKUs, including signature grippy Circles and grippy Triangles in inclusive shades Honey, Caramel, and Cocoa, in more than 1,000 Ulta locations. This first-of-its-kind retail launch marks a pivotal move for a brand that captured viral fame through digital channels, now making its transition to in-person retail even sweeter.
With a focus on comfort, innovation, and inclusivity, CAKES body continues to set new standards in the world of women’s intimate apparel, building trust with customers nationwide.
From Viral Success to Retail Revolution
The physical retail launch marks a major milestone for CAKES body, which first broke out as an online sensation after its appearance on Shark Tank and dominance on TikTok Shop. CAKES products quickly became the #1 SKU in their category on TikTok Shop in 2024, selling more than four million units to date. Reflecting on the journey, Casey Capuano-Sarai, co-founder of CAKES body, said, “Going into retail is not something we’ve taken lightly. We’ve built this brand with intentionality and community at the forefront, and it was important to us to find a partner who shares those values and could bring the CAKES experience to life—in brick-and-mortar retail—for the first time. Ulta is the perfect partner to make that happen.”
Why Ulta Beauty? A Partnership Built on Shared Values
The decision to bring CAKES body to Ulta Beauty stores was driven by a strong alignment in values. Ulta Beauty consistently highlights the impact of its loyalty program, which accounts for 95% of its sales and creates one of the highest retention rates in the industry. Similarly, CAKES body credits much of its growth to its Hype Girls, the thousands of everyday customers and fans who power the brand’s movement with authenticity and representation. Earlier this summer, that energy was captured in CAKES’ first-ever out-of-home campaign, featuring real women, friends, and neighbors, not professional models, on billboards nationwide.
Taylor Capuano, co-founder of CAKES body, said, “From the start, Ulta has approached this partnership with a collaborative spirit. They didn’t just want to stock shelves; they wanted to co-create something new. Together, we’re reimagining what retail can look like when social-first storytelling meets in-store discovery.”
Blending Digital Innovation with In-Store Discovery
This partnership is more than product placement; it’s about merging CAKES body’s digital skills with Ulta’s national retail footprint. Customers now benefit from same-day delivery and local pickup through Ulta’s system, plus easy access to signature products in stores. This collaboration creates a unified omnichannel experience that delivers speed, accessibility, and strong community engagement.
Ulta Beauty also plans to blend CAKES body’s expertise in content creation and social selling into its digital experience, giving customers an effortless transition between inspiration online and purchasing offline.
Celebrating the Launch: Community at the Core
To celebrate, CAKES body and Ulta Beauty are hosting a special launch event on August 26 at Casita Hollywood in Los Angeles, inviting Hype Girls, fans, and the press for an immersive brand experience.
Built by Women, for Women
Founded by sisters Taylor Capuano and Casey Sarai, CAKES body has grown from a self-funded startup to a $100 million business in just three years. The company has donated over $1 million to women’s health causes and is sustained by a thriving community numbering in the millions of customers.
CAKES body is committed to creating products and workplaces that improve life for women everywhere, now accessible online and in stores nationwide.
